Asking during uncertain times
April 10, 2020
Mallory Mitchell | Fundraising Strategist, GiveMN
As we’ve been talking to nonprofits since the COVID-19 pandemic began, there’s been a consistent theme of uncertainty around fundraising in this moment. There is no one-size-fits-all approach to fundraising in times like this and not every strategy will work for every organization. No matter the approach you choose, remember that meaningful engagement and leading with your mission are always the best bet.
Is now the right time to ask?
It depends; you are the expert on your work and your people. Do you have critical need right now? If your organization has critical time-sensitive needs, this is definitely the right time to ask. If your organization is in fair condition and has enough reserves for another month or two, consider waiting two to four weeks before asking, perhaps during #GiveAtHomeMN on May 1-8. This will make space in April for your partner organizations with urgent need. Use this time to create a strategy for your own organization as well as brainstorm ways you can support partners such as sharing their fundraising efforts with your audience or joining forces for a collaborative ask.
Who should I ask for help?
This is the time to lean on your supporters and trust that they want to step up for you. Consider two strategies: one for your broader audience and another for those supporters closest to you. For the broader audience, a multi-channel approach allows you to broadcast your high-level ask across your email list, social media followers and other supporters. Create concise and consistent messaging (in a format tailored to that channel) that humanizes the impact of the pandemic on those you serve, and the ways in which you plan to support them now and over the next few months. Use a clear call to action to draw support.
A personal ask to your inner circle of donors creates a meaningful dialogue in which you’re able to speak more frankly about your immediate needs and how they can personally be helpful Remember, these are supporters with a demonstrated commitment to the community you serve. In the words of fundraising consultant, Amy Eisenstein, “Give donors the opportunity to surprise you (in a positive way.)”
I had to cancel my events and meetings with donors. What are my options for connecting during shelter-in-place?
The in-person meetings you had planned can still take place via video call, phone call or email. Reach out to schedule a conversation and be clear you want to discuss your organization’s needs in this moment, and how they might be helpful as one of your closest supporters. As always, approach the conversation with gratitude and an abundance mindset.
How do I ask for help when everyone is struggling?
Eden Stiffman of The Chronicle of Philanthropy said it best, “Listen to them and be a non-anxious presence.” Give voice to the fact that everyone is struggling and create space for them to share to the extent they’re comfortable. We are in a constant state of flux, and we’re all feeling the impact. Unfortunately, the people your organization serves will likely feel that impact more intensely and for longer. Help your donor see themselves as a key player in your efforts to meet the increased need. Here’s an example from one of Simpson Housing Services’ most recent emails designed to inform the reader of the changes they made to internal operations and upcoming events in light of the pandemic.
The mission is the same, but execution is even more critical and requires more resources. In just two sentences, they have made a clear case for why additional support is needed during this crisis.
I have limited time and resources for fundraising right now. What should I prioritize?
Prioritize asking for what you need and sharing the impact of this pandemic on the people you serve. Whether it’s in an email or a phone call, bring the impact to life in a way that’s concise, compelling and clearly demonstrates why additional support is needed in this moment.
Remember, don’t let the pursuit of perfection keep you from communicating with donors in a timely way. They support you because of how you show up in your community, not because of your impeccable emails. Don’t be afraid to show up with transparency, authenticity and sincerity.
Mallory Mitchell is a fundraising strategist at GiveMN and serves as a fundraising coach for RaiseMN.
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